Many reps know their calls are recorded for managers, but few take the initiative to self-assess their performance. Top performers proactively review their own "game film" to identify areas for improvement, rather than passively waiting for feedback from their coach.

A sales leader's job isn't to ask their team how to sell more; it's to find the answers themselves by joining sales calls. Leaders must directly hear customer objections and see reps' mistakes to understand what's really happening. The burden of finding the solution is on the leader.

Instead of easing new reps in, immediately immerse them in realistic role-plays with difficult objections. This builds resilience from day one and prepares them for live calls in week two, allowing them to practice in a safe space rather than on real prospects.

To make role-playing an effective training tool, sales leaders must demonstrate vulnerability by going first in front of everyone. This signals that the goal is collective improvement, not performance evaluation, and encourages reps to engage openly without fear of judgment.

Effective call planning goes beyond setting a goal; it involves scenario planning for failure. A powerful question for managers to ask reps is, "If this call were to go sideways, what would be the most likely way that it does?" This forces reps to anticipate and prepare for common objections or derailments.

Structure sales call tape reviews by pausing at three key moments. First, after a prospect monologue to identify key information. Second, before the rep responds to brainstorm next steps. Third, after the rep’s actual response to compare and analyze.

For effective coaching, a manager should spend a half-day with a rep on three appointments. Afterwards, provide structured feedback: three specific wins to reinforce good behavior and three actionable opportunities for improvement. This tactical routine drives targeted and immediate skill development.

Abstract feedback like "be more confident" is useless. Instead, sales managers should provide concrete instructions. Replace "you sound nervous" with "speak at a slower cadence," and change "have more confidence" to "speak louder" for clear, measurable directives.

Instead of scrapping your entire sales script after a bad call, make one small tweak. Test that change over a significant number of conversations (e.g., 10) to validate its effectiveness with data before making further adjustments. This prevents overreacting to single failures.